Lyft rolls out a new feature that lets passengers round up their fare to the nearest whole dollar and donate that remainder to a favorite charity.

The new feature, available in about two weeks, is listed as "Round Up & Donate" among the app's settings.

There's alway been a vague good "dark side/light side of the Force" narrative in the ongoing battle for ride-sharing supremacy between Uber and Lyft, but Lyft's definitely trying to play up the disparity with its recent strategy decisions. The blog mentions Lyft ride-sharing's philanthropic mission by stating that their users sit on a changemaker. "Our vote matters, our choice matters, the seat we take matters". In January, the firm's founders gave one million dollars to the American Civil Liberties Union.

Lyft is looking at one of its biggest potential opportunities to make up some ground on its rival Uber, given the latter company's ongoing and worsening PR crisis.

Many numbers of stores already allow shoppers to do something similar, and Texas ride-share nonprofit Ride Austin allows riders to do the same to "provide local charities contributions on the current basis".

A female Uber employee who was with the group reportedly felt uncomfortable and later relayed the incident to the company's human resources department.